The New Rules of Marketing

"Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. DonÕt wait until then to update yourself."ÑStanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Marketing," shows in The New Rules of Marketing how you can use dramatic new techniques and strategies to learn everything possible about your customers...and leverage that information into dramatically increased sales! Written in fast-moving and humorous style, NewellÕs book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that every customer tries to hide; 5 important consumer trends that will impact the marketing scene well beyond the year 2000; a step-by-step guide to building your own database marketing program; and the 5 new century consumer trends that will change marketing forever. Database marketing pioneer Fred NewellÕs The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customersÕ invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer!